It’s All About Me – But Should It Be?

Remember the 60’s and 70's? The “Me” generation.  It was all about expressing yourself, finding out who you were.  And then celebrating it. Who cares if it doesn’t “jive” with what someone thinks…”I’m just being me, baby”!  And people love me when I’m me.

Well, I’m not sure if you’re aware of this, but the 60’s are over!  In fact, the whole me generation thing is now over and another phase is -- the We Generation -- is taking hold.

Funny thing is, I’m not sure that a lot of small businesses know it.  Want proof? Listen to their radio ads.  They spend all of their time talking about themselves.  We do this and my business has that, and we offer something else and have been in business since 19 – blah-blah-blah. Sorry to be blunt – but who cares? 

This is what Roy Williams – The Wizard Of Ads, refers to as “we-we” advertising.  Actually he’s a bit more graphic when he asks; are you “we-weing” all over yourself?  Well are you?

I know what you’re thinking.  They’re my ads!  I’m paying for them – and I want people to know about me and the wonderful business that I’ve built.  I’m proud of it.

I’m not saying that you shouldn’t be proud of it – and hey if that is the only message you want to get out to people – then feel free to shout from every radio station in the country.  Oh, but don’t be surprised if no-one ever comes through your doors,

Here’s the hard lesson for you when it comes to your radio advertising.  Potential customers just don’t care!  They may not tell you that to your face, most of them are too polite or just can’t be bothered to do it.  No, instead they tell you with their dollars.

See here’s the thing – they too are self-centred, and they only care about themselves.  Their problems, their perceived wants and desires. 

And they give their hard-earned bucks to the businesses and services who can solve their problems. Real or perceived.  Wanna be that business?   Then stop “we-weing” on and on about yourself and your business -- and start talking about their problems and how your solution fits it and fixes that problem like the proverbial glove. 

Lose the insider talk, ditch the hype or gimmicks and please stop we-weing -- just have a conversation, a truthful simple conversation with them about how you can solve their problem and don’t be surprised if they don’t just reward you with their business.